抖音电商首发扶优打劣新规，直播电商行业大洗牌正式开启

Core Viewpoint - A governance action is underway in the live e-commerce industry, marking a shift from chaotic growth to regulated development, as Douyin e-commerce releases its first public community operation guidelines [1][9]. Industry Overview - The live e-commerce sector has experienced rapid growth alongside significant risks, including influencer accountability, consumer rights violations, and the pressure on small merchants [1][3]. - The industry faces challenges such as extreme content creation for attention, which can harm consumer trust and business integrity [1][3]. Governance Actions - Douyin e-commerce has taken strict measures against violations, processing approximately 13 million instances of non-compliant content and indefinitely revoking the selling privileges of 470,000 violators [3][9]. - The platform emphasizes that compliance is foundational for transactions, as trust is essential for the e-commerce ecosystem [3][9]. Support for Quality Contributors - Since April, over 30,000 quality creators have received traffic support from the platform, with each gaining an average of over 60,000 additional exposure instances [5]. - Douyin e-commerce is adjusting its algorithms to evaluate both "transaction value" and "content quality," ensuring that high-value content receives more distribution [5][10]. Market Dynamics - Data indicates that influencers with over one million followers contribute only 9% of the platform's GMV, highlighting the importance of smaller creators who understand market needs and focus on niche areas [8][9]. - Over the past year, more than 511,000 new e-commerce authors and 536,000 new merchants have generated income through Douyin, showcasing the platform's role in supporting small businesses [8][9]. Long-term Vision - The release of the guidelines is seen as a microcosm of the broader evolution of internet platform governance in China, transitioning from chaotic growth to rule establishment and ecological optimization [9][10]. - The future competition in live e-commerce will focus on the health of the ecosystem rather than mere traffic acquisition, promoting a fair and sustainable environment for all participants [10].